Day 2, 21 October: The human edge of modern marketing
Marketers face a critical question as automation accelerates and personalisation scales. How do we remain trusted, relevant, and resonant? Explores the tools and tactics that reconnect marketing with the customer through emotion, intelligence, and ethical design.
Agenda
21 October
08:30
REGISTRATION & REFRESHMENTS
09:00
Welcome Address
09:10
[Opening keynote]
Every business becomes show business: Lessons from the Baby Shark case
- Build predictive segments that balance statistical accuracy with emotional relevance
- Identify and suppress low-propensity audiences without breaking trust
- Orchestrate messaging based on real-time behaviours and intent, not static personas
09:40
[Case study]
Trust fatigue: Winning back belief in a privacy-first world
- Embed consent and data transparency into UX as default design choices
- Detect early trust erosion signals through content engagement and opt-out trends
- Codify brand consistency across decentralised messaging channels
10:10
[Panel discussion]
Loyalty has changed: And your strategy hasn’t
- Design loyalty systems around emotional utility and behavioural relevance
- Trigger retention moments based on lifecycle inflections, not time-based schedules
- Build loyalty UX that prioritises ease, recognition and connection, not just transactions
10:40
MORNING COFFEE & NETWORKING
11:00 – 11:30
LIGHTNING TALK
11:00
Stack overload: When too many tools disconnect you from your customer
Discuss how fragmented systems and overbuilt stacks are creating distance, not speed.
11:15
Smarter email: AI-driven messaging that learns from every send
Learn how AI, behaviour triggers, and adaptive content are turning the inbox into a precision engine.
11:30
[Case Study]
Digital blindspots: The moments your funnel doesn’t see
- Combining data from web, CRM, and service touchpoints to reveal non-linear customer behaviours
- Detect passive intent signals to guide re-engagement
- Adjust customer journeys in real time based on behavioural gaps and interaction patterns
12:00
[Fireside Chat]
Friction is the enemy: Designing truly seamless shopping journeys
- Pinpoint drop-off hotspots by mapping friction across discovery, comparison, and conversion paths
- Connect data, content, and design systems to enable responsive checkout and journey re-entry
- Quantify revenue at risk by linking journey interruptions to behavioural and transactional loss
12:30
NETWORKING LUNCH
13:30
[Case Study]
Engagement at the edge: Making every channel pull its weight
- Surface high-potential signals from overlooked environments like dark social, chat apps, and retail media
- Focus on intent density to guide investment in fragmented, low-attention channels
- Design messaging frameworks that adapt fluidly to each context, mindset, and environment
14:00
[Case Study]
Identity in fragments: Rebuilding customer understanding in a disconnected world
- Stitch behavioural, transactional, and declared data into a unified profile without overstepping
- Build privacy-safe enrichment workflows to fill gaps without relying on third-party signals
- Activate real-time journeys from fragmented data while maintaining trust and transparency
14:30 – 15:00
LIGHTNING TALK
14:30
Smarter conversations: How AI is transforming customer messaging
Explore how brands are using AI-powered messaging platforms to deliver timely, contextual, and personalised conversations at scale.
14:45
Personalisation on autopilot: What happens when the platform adapts for you
Discover how to use machine learning to dynamically adjust content, offers, and timing to boost relevance and reduce churn.
15:00
AFTERNOON BREAK & NETWORKING
15:20
[Case Study]
Performance marketing: Is it really performing?
- Audit media effectiveness beyond platform-reported metrics to uncover performance gaps
- Identify signal decay, attribution flaws, and optimisation blindspots that inflate perceived success
- Reframe success by tying media activity to incremental business outcomes, not just channel KPIs
15:50
[Case Study]
Emotional targeting at scale: Making personalisation feel personal again
- Detect emotional and behavioural cues to inform creative tone, cadence, and channel
- Use contextual signals like location, timing, and sentiment to trigger personalised experiences
- Build dynamic workflows that adapt in real time as customer mood or mindset shifts
16:20
Closing remarks by MARKETING-INTERACTIVE
16:25